What is Mobile Marketing?

What is Mobile Marketing?

Mobile marketing represents the strategic actions of design, optimization, and distribution of content that is intended for consumption on mobile devices including but not limited to cell phones, smartphones, and tablets.  With the hyper-growth rise in the number of mobile devices combined with the decreasing usage of desktop computers and other traditional devices, end users are progressively more likely to use a mobile device as their first-screen of choice.  As a result of this dramatic shift in how people consume information, for optimal mobile design and content delivery, marketers must adapt their messaging to smaller and varying screen sizes on multiple devices.  What works within the sphere of the traditional Internet is not necessarily an optimal model for success on the mobile web.  For that matter, content that is ideal for a tablet does not necessarily resonate on a smartphone.

Additionally, mobile devices offer a variety of unique mutual benefits to marketers and consumers alike.  Given the fact that people are less likely to share the use of a cell phone versus a laptop or desktop device, mobile marketing presents the opportunity to connect with a singular end user in a more personalized manner.  Mobile marketing is able to take into account the current physical location of the end user and subsequently, deliver timely and responsive content that is in alignment with the immediate actions of the end user.  In addition to the traditional internet marketing avenues that also exist within the mobile web, there are a variety of added marketing strategies that are exclusive to the mobile web.  Click to call, QR Codes, SMS, Push Notifications, Mobile Apps, Augmented Reality, and MMS are some of the early examples of effective mobile marketing strategies.

QR Code | Pop Results

Above is an example of a QR Code. This QR Code reads Congratulations Baltimore Ravens!

Mobile Content Marketing

As is the case with content marketing on the traditional web, mobile content marketing relies on the creation and delivery of various forms of content.  The primary difference with mobile content marketing versus the same on the traditional web is that mobile content strategy necessitates conveying similar messaging in a far more concise format.  With less virtual real estate available on the screen, concepts need to be clear, concise, and the calls to action must pop.  Creating a mobile responsive web design and blending your mobile content marketing strategy with the broader traditional content marketing strategy is the most cost effective method.  If budget allows for it, developing a mobile app and a mobile subdomain are powerful mobile content marketing distribution channels.

Mobile Search Engine Optimization

Like your smartphone, search engines are smart.  Search engines are able to detect the type of device that is requesting search results.  Subsequently, based on a range of added mobile and device specific algorithmic factors, the search engines can display different search engine results pages (SERPs) for the same exact keyword search.  Sites that have implemented mobile search engine optimization strategies for that keyword search are far more likely to be in the prime position for tablet and smartphone SERPs.  Below are several key mobile search optimization strategies:

  • Construct a Mobile Responsive Site Design
  • Add an option for end user to access the full site for more content
  • Use percentage sizing for imagery instead of fixed pixels
  • Prominently display the most important information
  • Limit screen scrolling and the number of required finger gestures

Click to Call Marketing & Mobile Lead Generation

Mobile click to call marketing has 100% contact rate.  Yes, you read that correctly.  When someone clicks on a mobile optimized phone number link or ad, the phone will in fact ring and an interested party will be on the other end of the line.  To take advantage of easy click to call actions, phone number links should always be included in your mobile responsive site design.  Lead generation forms must be short and sweet.  When and where possible, limit the use of text boxes to email address and/or phone number and full name.  Unless absolutely necessary, use list boxes instead of checkboxes.  Completing the form should take seconds not minutes.  Again, as mentioned above, limit the need to scroll and finger swipe.

QR Codes

QR codes are 2D images otherwise known as Quick Response codes.  These images appear as bar codes and they can be featured on websites, print marketing materials, and as digital assets within images, videos, and other forms of content.  Using a QR code reader, mobile devices like a smartphone or tablet can read the information contained within the QR Code.  This information can provide information including but not limited to the following:

  • Links to digital assets like a website, video, image, map, etc…
  • A Click to Call action
  • Coupons
  • Direct access to Social Media profiles
  • Promotional offers

App Store Optimization (ASO)

For the purpose of enhancing visibility of an app, app store optimization (ASO) is the process of optimizing all of the meta data and fields that are relevant to the search algorithms within the construct of app stores.  As is the case with search engine optimization which is performed to enhance SERPs for a website, apps that do not have integrated ASO strategies are essentially, invisible assets.  Some app store ranking factors include app titles, descriptions, icons, screenshots, and update texts.  The more visible the app, the more likely the app is to have an increased number of downloads and ultimately usage rates respond in accordance.


Short Message Service (SMS) and Multimedia Messaging Service (MMS) are mobile messaging services otherwise known as text messaging.  SMS which allows for 160 character length messages is the more commonly utilized of the two services.  On the other hand, MMS is the service that is utilized to send multimedia files including imagery, video, and other digital assets.  MMS and SMS marketing services are extremely powerful methods of connecting and engaging with mobile consumers.  The key factor in any MMS or SMS marketing campaign is to ensure that the end user has opted in to receive your messaging.  As these services fall under the governance of the cell networks, it is critical to ensure that all the rules are properly adhered to otherwise the risk of consumer backlash and monetary fines are possible.  When performed in an ethical manner, MMS and SMS marketing are powerful ways to deliver timely messages, promotions, and immediate calls to action to mobile users who are at or near the point of sale.

Mobile Marketing – The Time for Mobile is Now

The mobile device market has exploded.  The time for the rise in mobile marketing spends is now.  I do not claim to be a soothsayer but, on a personal level, I am extremely bullish on mobile and the possibilities of mobile marketing.  Never before have we been able to deliver a message that factors the location of a specific end user, in as timely a manner as possible, with the level of relevance to what that end user is doing at that specific moment as we can right now.  Take a minute and think about that scenario.  I beg you to tell me that isn’t cool to consider.  Mobile marketing, jump on board now.

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